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Contains fulltext : 307102.pdf (Publisher’s version ) (Open Access), Er wordt vaak weerstand ervaren tegen overtuigende boodschappen en campagnes. In de wetenschappelijke literatuur over persuasieve communicatie en beïnvloeding worden redenen voor weerstand en manieren om weerstand te bieden beschreven alsook overtuigende tactieken om weerstand te verminderen. Op basis van interviews met communicatieprofessionals hebben we inzichten rondom weerstand in de praktijk onderzocht en vergeleken met wat in de wetenschappelijke literatuur op het gebied van communicatie en beïnvloeding bekend is over weerstand., 26 p.

22 maart 2023, Item does not contain fulltext, Objective: In most countries, vaccine uptake is a voluntary decision. If people experience threats to this freedom, for example, by pro-vaccination media campaigns or government pressure, psychological reactance may be induced. To regain freedom, the opposite behaviour (vaccine refusal) may become more attractive, forming a vaccination barrier. It remains unclear how state reactance fluctuates and how it relates to vaccination intention versus behaviour. Therefore, this pre-registered longitudinal study aimed to gain insight in the changes in state reactance during a COVID-19 vaccination programme and its relationship with vaccine uptake. Methods: A representative sample of Dutch adults under 60 completed questionnaires before being eligible for vaccination, shortly before they were invited for vaccination, and after the opportunity for vaccination. Results: Data were analysed using regression analyses (N = 1411). Reactance did not change as hypothesised, but remained stable over time. As hypothesised, reactance predicted lower subsequent vaccination intention. Controlling for intentions, however, reactance did not predict vaccine uptake. Furthermore, reactance predicted lower decision confidence about vaccination, except for people who strongly opposed vaccination. Conclusion: Reactance has a sustained role in anticipation of a vaccination decision. Although reactance seems to affect the process towards the decision, this does not determine the final choice.

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Contains fulltext : 240009.pdf (Publisher’s version ) (Open Access), Objective: One explanation for the relationship between TV viewing and obesity is that people may (over)eat while watching TV. The current study investigated associations between TV viewing and the time spent on (concurrent) eating in a naturalistic setting among a general population sample. Design: Preregistered secondary data analyses were performed of a diary survey in which respondents reported their time use in 10-min blocks for 7 d. Setting: Concurrent TV viewing and eating was operationalised as all blocks in which TV viewing and eating occurred simultaneously. Furthermore, the TV content respondents watched was coded as food-related (i.e. culinary content) or non-food related. Participants: The sample composed of 2292 adults (58·9 % female) in the Netherlands, aged >= 20 years, from all educational levels (18·1 % low, 29·8 % middle and 51·4 % high). Results: More than half of the respondents (51·3 %) reported concurrent TV viewing and eating at least once during the 7-d diary period. The average eating occasion was longer in duration while watching TV (v. without media use), and the total time spent on eating was longer on days of concurrent TV viewing and eating (v. days of eating without media use). The percentage of TV viewing time spent on concurrent eating did not differ between food-related and non-food-related TV content. Conclusions: Eating while watching TV was related to an increased time spent on eating. Even though energy intake was not assessed, these findings from a naturalistic setting provide further evidence that concurrent TV viewing and eating may contribute to overeating.

Item does not contain fulltext, Early contact with people who need financial help is key in preventing financial derailment. It can prevent avoidable debt accumulation and accompanying psychological problems. In this field experiment, we investigated whether a descriptive social norm message mentioning an absolute number of customers who had previously reached out for help motivates customers of a Dutch mortgage lender to get in contact when they expect financial problems in the near future. The descriptive social norm letter did not result in more contacts. The results of our research contribute to the literature on social norm communication and debt prevention. Moreover, we present insights into the challenges associated with experimental field research on social influence and provide recommendations for future field work.

21 april 2023, Item does not contain fulltext

Item does not contain fulltext, Inoculation theory was introduced 60 years ago, after McGuire and Papageorgis (1961) published their first study on how resistance to persuasion can be induced. They demonstrated that people who are pre-exposed to weakened arguments against an attitude or position they currently hold (i.e., inoculated) are less affected by a subsequent strong counter-attitudinal message than people who are pre-exposed to arguments consistent with their attitude (i.e., supportive defense treatment) or to no arguments. Although these results significantly impacted both science and practice on a general level, rigid tests of the key theoretical propositions are lacking. We conducted a highly powered replication study (N = 679) and found that an inoculation treatment is more effective in increasing resistance toward persuasion compared to a supportive defense treatment and a no-treatment control condition. Our results were mostly consistent with McGuire and Papageorgis’s original work., 13 september 2023, 10 p.

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Item does not contain fulltext, Online vaccine-critical sentiments are often expressed in appealing personal narratives, whereas vaccine-supporting information is often presented in a non-narrative, expository mode describing scientific facts. In two experiments, we empirically test whether and how these different formats impact the way in which readers process and retrieve information about childhood vaccination, and how this may impact their perceptions regarding vaccination. We assess two psychological mechanisms that are hypothesized to underlie the persuasive nature of vaccination narratives: the availability heuristic (experiment 1, N = 418) and cognitive resistance (experiment 2, N = 403). The results of experiment 1 showed no empirical evidence for the availability heuristic, but exploratory analyses did indicate that an anti-vaccination narrative (vs. expository) might reduce cognitive resistance, decrease vaccination attitudes and reduce attitude certainty in a generally pro-vaccination sample, especially for those who were more vaccine hesitant. Preregistered experiment 2 formally tested this and showed that not narrative format, but prior vaccine hesitancy predicts cognitive resistance and post-reading attitudes. Hesitant participants showed less resistance toward an anti-vaccine text than vaccine-supporting participants, as well as less positive post-reading attitudes and attitude certainty. These findings demonstrate belief consistency effects rather than narrative persuasion, which has implications for scientific research as well as public health policy.

Item does not contain fulltext, 'Praat erover, niet eroverheen' is de boodschap van een recente SIRE-campagne. Met deze campagne wil SIRE duidelijk maken dat het belangrijk is om met naasten over de dood te praten in plaats van dit onderwerp te vermijden (SIRE, 2022). Uit wetenschappelijk onderzoek naar de Terror Management Theorie (Pszczynski et al., 2015) blijkt inderdaad dat mensen geneigd zijn om het denken aan de dood te vermijden. Dit komt omdat mensen een sterke overlevingsdrang hebben, terwijl ze zich tegelijkertijd bewust zijn van hun sterfelijkheid.

Contains fulltext : 240524.pdf (Publisher’s version ) (Open Access), Purpose: Physical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect. Design/methodology/approach: An interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects. Findings: Highly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated. Originality/value: This is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.

Contains fulltext : 283401.pdf (Publisher’s version ) (Open Access), Today, consumers expect companies to be socially responsible. However, the literature is undecided about the effects of communicating one's corporate social responsibility activities to consumers. This raises the question of how sustainability-driven companies can best advertise their products to stimulate ethical consumption: using self-benefit frames, where the main beneficiary is the consumer, or using other-benefit frames, where the main beneficiary is a third party. Using three experiments, this study examines the effect of other-benefit (vs. self-benefit) advertising frames on consumers' impulse purchases from sustainability-driven companies. Increasing impulse purchases can help such companies to strengthen their competitive positions. Additionally, it is studied to what extent two types of justification (moral versus deservingness) explain the proposed effect of advertising frames. The results show that only other-benefit frames affect impulse buying behavior, both directly, as mediated by moral justification. This study's insights may help sustainability-driven companies to decide on their advertising strategies by providing evidence that other-benefit-framed advertisements are more effective in enhancing impulse purchases than self-benefit-framed advertisements.

Item does not contain fulltext, Resistance toward persuasion has received more and more attention in the past decades to explain the ineffectiveness of (threatening) health messages. In the literature, several motivations for resistance and strategies to resist health messages (i.e., defensive responses) have been identified and studied. Moreover, research on persuasive strategies like self-affirmation, entertainment-education, and empathy arousal have found positive results on decreasing or overcoming resistance. New lines of research on these topics should focus on the relationships between resistance motivations, resistance strategies, and resistance-overcoming persuasion strategies.

25 november 2021, Item does not contain fulltext, Purpose: Physical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect. Design/methodology/approach: An interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects. Findings: Highly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated. Originality/value: This is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.

Item does not contain fulltext, Contemporary consumers, societies, and ecologies face many challenges to well-being. Consumer researchers have responded with new attention to what engenders happiness and flourishing, particularly as a function of wiser consumption. Consumer wisdom has been conceptualized as the pursuit of well-being through the application of six interrelated dimensions: responsibility, purpose, flexibility, perspective, reasoning, and sustainability. However, up to now, the roles of marketing management and government policies with respect to enabling and supporting consumer wisdom have not been thoroughly and systematically considered. To do this, the authors adopt an integrative approach based on a range of theoretical and empirical insights from both consumer research and wisdom research in the social sciences. They weave these insights into the stages of an expanded version of the circular economy model of the value cycle, within which they also include the traditional four Ps of the marketing mix. This approach allows the authors to identify how marketing practices and public policies can enable and support consumer wisdom, resulting in advancements to well-being and the common good, as well as restorations to the missions and reputations of business and government.

21 juli 2021, Item does not contain fulltext, Objective: One explanation for the relationship between TV viewing and obesity is that people may (over)eat while watching TV. The current study investigated associations between TV viewing and the time spent on (concurrent) eating in a naturalistic setting among a general population sample. Design: Preregistered secondary data analyses were performed of a diary survey in which respondents reported their time use in 10-min blocks for 7 d. Setting: Concurrent TV viewing and eating was operationalised as all blocks in which TV viewing and eating occurred simultaneously. Furthermore, the TV content respondents watched was coded as food-related (i.e. culinary content) or non-food related. Participants: The sample composed of 2292 adults (58·9 % female) in the Netherlands, aged >= 20 years, from all educational levels (18·1 % low, 29·8 % middle and 51·4 % high). Results: More than half of the respondents (51·3 %) reported concurrent TV viewing and eating at least once during the 7-d diary period. The average eating occasion was longer in duration while watching TV (v. without media use), and the total time spent on eating was longer on days of concurrent TV viewing and eating (v. days of eating without media use). The percentage of TV viewing time spent on concurrent eating did not differ between food-related and non-food-related TV content. Conclusions: Eating while watching TV was related to an increased time spent on eating. Even though energy intake was not assessed, these findings from a naturalistic setting provide further evidence that concurrent TV viewing and eating may contribute to overeating.

Contains fulltext : 233413.pdf (Publisher’s version ) (Open Access), This study tested whether exposure to food-related (vs. non-food related) TV content would increase unhealthy food choices in unsuccessful restrained eaters (i.e., chronic dieters with low perceived self-regulatory success; PSRS), decrease unhealthy food choices in successful restrained eaters (i.e., chronic dieters with high PSRS), and would not affect food choices in unrestrained eaters (i.e., non-dieters). As such, we attempted to (1) explain previous mixed findings on behavioral effects of exposure to food-related TV content, and (2) generalize previous findings on successful and unsuccessful restrained and unrestrained eaters' differential reactivity to isolated food cues (e.g., food words) to food cues embedded in TV content. In a one-factorial between-subjects experiment, participants viewed a cooking segment in which high-calorie cakes were prepared (n = 50) or a non-food segment (n = 62) of a TV show. The percentage of unhealthy (vs. healthy) food choices in a computerized choice task served as dependent variable. Eating restraint and PSRS were measured afterwards. In contrast to the hypothesis, no three-way interaction between TV content, eating restraint, and PSRS on the percentage of unhealthy food choices was found. However, it was found that overall, people with lower levels of PSRS made a higher percentage of unhealthy food choices compared to people with higher levels of PSRS. Contrasting findings from previous research using isolated food cues, this study showed no evidence of unsuccessful restrained eaters' heightened susceptibility to food cues in TV content, possibly explained by a lower salience of or attention to food cues.

Item does not contain fulltext, Background: This study investigated whether unsuccessful dieters show heightened visual attention to food cues in TV content and how visual attention influences subsequent unhealthy food intake. This study adds to prior literature by investigating the influence of visual attention to food cues on food intake with actual media content (i.e., instead of isolated food cues such as pictures or words) and by differentiating between chronic dieters (i.e., restrained eaters) who vary in dieting success (i.e., perceived self-regulatory success [PSRS]). To get a more detailed insight into different processes of visual attention, two measures of attention (i.e., initial orientation and attention duration) were examined. Methods: Unrestrained (n = 34) and restrained eaters (n = 28) varying in PSRS watched a talk show containing subtly depicted, palatable food cues. While watching, their visual attention to the food cues was measured with an eye-tracker. Unhealthy food intake was assessed afterwards in a taste test. Results: A two-way interaction between eating restraint and PSRS on initial visual orientation was found: unsuccessful restrained eaters' initial orientation to food cues was faster compared to that of successful restrained eaters. There were no significant findings on attention duration. Furthermore, visual attention did not predict unhealthy food intake. Discussion: Unsuccessful restrained eaters' fast initial orientation, but no longer attention duration, suggests that self-regulation may be important at early stages of visual attention. Future research on this topic should continue to differentiate between initial orientation and attention duration, as well as between more and less successful restrained eaters. The lack of findings on unhealthy food intake suggest that food cues embedded in actual media content might have less influence on eating behavior compared to isolated food cues.

Item does not contain fulltext, Background: This study examined whether seeing food-related TV content affected the accessibility of a hedonic eating goal differently for people scoring relatively high or low on chronic dieting (i.e., eating restraint) and perceived self-regulatory success (i.e., PSRS). Methods: Three between-subjects experiments were conducted in which participants were exposed to food-related or non-food related TV content. In Experiment 1 (student sample, N = 111) and Experiment 2 (community sample, N = 69) participants watched TV commercials for food or non-food products and in Experiment 3 (student sample, N = 102) a cooking show or a non-food TV show. Hedonic eating goal accessibility was assessed by means of a lexical decision task (LDT). Eating restraint and PSRS were measured afterwards. Results: The expected three-way interaction between TV content, eating restraint, and PSRS on hedonic eating goal accessibility was not found in Experiments 1 and 2. In Experiment 3, a three-way interaction was found although effects were short-lived. As expected, watching food-related versus non-food related TV content resulted in more hedonic eating goal accessibility among people relatively high in eating restraint but low in PSRS (i.e., unsuccessful restrained eaters), but in less accessibility among participants relatively high in both eating restraint and PSRS (i.e., successful restrained eaters). Discussion: As effects were found after watching a cooking show (Experiment 3) but not after watching TV commercials (Experiments 1 and 2), future research should explore whether the type of TV content might play a role in the effects of food-related TV content on hedonic eating goal accessibility, as well as whether the effects found on goal accessibility translate into actual food choices.

Item does not contain fulltext, Influencer marketing has become an invaluable marketing tool. Integrating commercial messages into the social media posts of 'influencers' with a large follower base has become a trending and effective way for advertisers to promote their products. Since viewers may be unaware that the creative content of their favorite influencers on Instagram and YouTube are sponsored by brands, content creators in both Europe and the US are strongly advised to disclose any form of endorsement marketing on their channel (CAP, 2015; Federal Trade Commission, 2013; Stichting Reclame Code, 2014; Word of Mouth Marketing Association, 2013).

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Contains fulltext : 231807.pdf (Publisher’s version ) (Open Access), When looking for health information, many people turn to the Internet. Searching for online health information (OHI), however, also involves the risk of confirmation bias by means of selective exposure to information that confirms one's existing beliefs and a biased evaluation of this information. This study tests whether biased selection and biased evaluation of OHI occur in the context of early-childhood vaccination and whether people's health literacy (HL) level either prevents or facilitates these processes. Vaccination beliefs were measured for 480 parents of young children (aged 0-4 years) using an online survey, after which they were exposed to a list of ten vaccine-related message headers. People were asked to select those headers that interested them most. They also had to evaluate two texts which discussed vaccination positively and negatively for credibility, usefulness, and convincingness. The results showed that people select more belief-consistent information compared to belief-inconsistent information and perceived belief-confirming information as being more credible, useful, and convincing. Biased selection and biased perceptions of message convincingness were more prevalent among people with higher HL, and health communication professionals should be aware of this finding in their practice.

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Contains fulltext : 231811.pdf (Publisher’s version ) (Open Access), Creative media (CM) advertising is an advertising strategy wherein a non-traditional medium is creatively used for advertising purposes. This novel advertising strategy is gaining marketers' interest; however, little is known about its persuasive effects on consumers' cognitive, affective and behavioural responses and the processes that underlie them. Therefore, to convey a genuine experience to consumers, two field experiments with a one-factor (advertising type: creative vs. traditional) between-subjects design were conducted within a supermarket context. Results showed that creative (vs. traditional) media ads not only improve consumers' affective and behavioural responses but also consumers' cognitive responses. Even though no mediations were found through perceived surprise or perceived persuasive intent, results do provide evidence for the notion that perceived humor and perceived value are the underlying mechanisms through which affective and behavioural responses to creative media advertising can be explained.

Item does not contain fulltext, Three studies show that product packaging shape serves as a cue that communicates healthiness of food products. Inspired by embodiment accounts, we show that packaging that simulates a slim body shape acts as a symbolic cue for product healthiness (e.g., low in calories), as opposed to packaging that simulates a wide body shape. Furthermore, we show that the effect of slim package shape on consumer behaviour is goal dependent. Whereas simulation of a slim (vs. wide) body shape increases choice likelihood and product attitude when consumers have a health-relevant shopping goal, packaging shape does not affect these outcomes when consumers have a hedonic shopping goal. In Study 3, we adopt a realistic shopping paradigm using a shelf with authentic products, and find that a slim (as opposed to wide) package shape increases on-shelf product recognition and increases product attitude for healthy products. We discuss results and implications regarding product positioning and the packaging design process.

Item does not contain fulltext, In this work we examine the interactive effect of packaging design and explicit packaging cues on quality inferences. Although the effect of explicit cues on product perception has been studied extensively, systematic research on this topic is still in its infancy. Furthermore, it has never been investigated whether design cues and explicit cues interact with each other in eliciting product inferences. Gaining knowledge about these effects is important, because in real-life situations consumers are predominantly exposed to product packaging that contains both subtle and explicit cues. In this work we examine how value - a dimension of colour that is related to "darker" versus "lighter" colours - affects product inferences. Two studies demonstrate that consumers use value as a cue to make product quality related inferences. Furthermore, we examine how consumers make product quality interferences when packaging design cues are congruent and incongruent with explicit quality cues. Based on Cue Consistency Theory (Maheswaran & Chaiken, 1991; Miyazaki, Grewal, & Goodstein, 2005) and information diagnosticity, we predicted that packaging design cues only affect quality inferences when they are congruent with explicit cues. Contrary to Cue Consistency Theory, results indicate that overall, packaging design affects quality inferences independently from explicit attribute cues. They emphasize the communicative power of packaging design, and value in particular.

Contains fulltext : 231793.pdf (Publisher’s version ) (Open Access), Nowadays, entertainment-education (E-E) is often used as a persuasive strategy to stimulate prosocial behavior. Although E-E is mostly regarded as a persuasive strategy in itself, in an increasing number of E-E programs several persuasive strategies are used to communicate the educational message to the audience. This study investigates the effects of a strategy widely used in health communication, but not previously studied in the field of E-E: framing. To this means we examined the effect of two different ways an E-E message can be framed: by emphasizing either the losses of not performing the behavior in question or the gains of performing this behavior. A serial multiple mediation model showed that framing affected intention to refrain from drunk cycling via counterarguing and attitude toward drunk cycling; the use of a gain frame decreased counterarguing, which decreased the attitude toward drunk cycling. This subsequently resulted in a higher intention to refrain from this behavior. Implications of these results are discussed.

This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people’s persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We tested our predications with two experiments (N = 118 and N = 134). We found that participants indeed activated persuasion knowledge in response to disclosures, after which they used both cognitive (counterarguing) and affective (negative affect) resistance strategies to decrease persuasion. The obtained

Contains fulltext : 231813.pdf (Publisher’s version ) (Open Access), From the literature on resistance to persuasion in advertising, much is known about how people can resist advertising by adopting resistance strategies, such as avoidance, counter-arguing, and selective attention (e.g., Fransen et al., 2015b). However, the role of emotion regulation and bodily expression in resisting persuasion is so far underexplored. This is a surprising observation if one considers that at least 40% of advertisements use positive emotions (i.e., happiness) to persuade people to like the ad, brand, and product (Weinberger et al., 1995). In this article we present a framework in which we apply previous knowledge and theories on emotion regulation and embodiment to the process of resistance to persuasion. In doing so, we specifically address the role of facial expression in the course of resistance. The literature and findings from our own research lead us to propose that people can resist persuasion by controlling their facial expression of emotion when exposed to an advertisement. Controlling the expression of emotions elicited by an ad (for example refusing to smile) might be a fruitful way to resist the ad's persuasive potential. Moreover, we argue that co-viewers can affect embodied resistance to persuasion. Showing the viability of embodied resistance to persuasion is relevant in view of the fact that ads trying to persuade us by addressing our positive emotions are ubiquitous. Embodied resistance might help people to cope with these induced positive emotions in order to resist advertisements and might therefore work as a novel and effective strategy to resist persuasion.

Contains fulltext : 204922pub.pdf (publisher's version ) (Open Access), This article presents two studies examining the effects of disclosing online native advertising (i.e., sponsored content in blogs) on people’s brand attitude and purchase intentions. To investigate the mechanisms underlying these effects, we integrated resistance theories with the persuasion knowledge model. We theorize that disclosures activate people’s persuasion knowledge, which in turn evokes resistance strategies that people use to cope with the persuasion attempt made in the blog. We tested our predications with two experiments (N = 118 and N = 134). We found that participants indeed activated persuasion knowledge in response to disclosures, after which they used both cognitive (counterarguing) and affective (negative affect) resistance strategies to decrease persuasion. The obtained insights do not only advance our theoretical understanding of how disclosures of sponsored blogs affect persuasion but also provide valuable insights for legislators, advertisers, and bloggers.

Item does not contain fulltext, Atypical food packaging draws attention in the retail environment, and therefore increases product salience. However, until now, no research has focused on how atypical packaging affects the persuasive impact of other food information. In the present study, we propose that atypical packaging enhances processing of product information, affecting product claim recall and product evaluation in turn. Specifically, we argue that atypical packaging may have detrimental consequences for the evaluation of food products that are presented with so-called weak product claims. Participants (N=102) were presented with an online shopping environment, showing a food product with either a typical or an atypical package, and product claims that were either weak or strong. Results showed that atypical shaped packaging design enhanced cognitive processing, which in turn decreased the persuasive impact of weak claims on willingness to pay, and increased the persuasive impact of strong product claims on quality judgment. Furthermore, product knowledge improved when packaging design was atypical, through increased processing.

University of Amsterdam, 16 november 2016, Promotores : Smit, E.G., Verlegh, P.W.J. Co-promotor : Fransen, M.L., Item does not contain fulltext, This dissertation will focus on two types of attribute inferences that result from packaging design cues. First, the effects of product packaging design on quality related inferences are investigated. Second, the effects of product packaging design on healthiness related inferences are examined (See Figure 1.4 for a dissertation overview). Whereas effects of marketing communications on product quality related inferences have been studied extensively, very little research has addressed the question how subtle packaging design cues influence product quality perception. Possibly, packaging design cues affect general product quality perception and related attributes, such as price expectations and willingness to pay. Effects of packaging design on quality related attributes are addressed in Chapters 2 and 4. Also, as over 60 per cent of adults in Western countries are considered as being overweight (WHO, 2015), demand for healthier food has increased. Communication of healthiness related product attributes has typically been studied in the context of nutrition information, labels and product claims. Until now, no studies have addressed the role of product packaging in the communication of food healthiness to consumers. Packaging design could be a helpful aid in communicating product healthiness, which would facilitate healthier consumption. These effects will be addressed in Chapters 3 and 4.

Item does not contain fulltext, This study examined the effects of disclosure messages in entertainment-education (E-E) on attitudes toward hearing protection and attitude toward the source. In addition, the (mediating) role of the underlying mechanisms (i.e., transportation, identification, and counterarguing) was studied. In an experiment (N = 336), three different disclosure messages were compared with a no-disclosure condition. The results show that more explicit disclosure messages negatively affect transportation and identification and stimulate the generation of counterarguments. In addition, the more explicit disclosure messages affect both attitude measures via two of these processes (i.e., transportation and counterarguing). Less explicit disclosure messages do not have this effect. Implications of the findings are discussed.

Item does not contain fulltext, Medical television drama series provide an important source of health information. This form of entertainment-education (E-E) can be used to influence knowledge, attitudes, and behaviors toward health-related issues. In the literature, E-E is generally regarded as a persuasive strategy in itself, whereas in an increasing number of E-E programs, several different persuasive strategies are used. An important question is how the audience ethically evaluates these strategies. The aim of the present study is to examine viewers' ethical judgments toward the use of three persuasive strategies in E-E: product placement, framing, and persuasion toward a controversial position. A survey among 525 viewers of 5 popular medical dramas demonstrates that viewers evaluate the use of the currently investigated attitudinal statements about potential persuasive strategies in E-E as being immoral and that viewers prefer neutral storylines. Adopting a strategy that viewers find inappropriate may interfere with the intended prosocial effects of E-E. A broader understanding of the appropriate and inappropriate uses of persuasive strategies in E-E is indispensable for effective E-E productions.

Contains fulltext : 231805.pdf (Publisher’s version ) (Open Access), Persuasion is an important element of human communication. But in many situations, we resist rather than embrace persuasive attempts. Resistance to persuasion has been studied in many different disciplines, including communication science, psychology, and marketing. The present paper reviews and connects these diverse literatures, and provides an organizing framework for understanding and studying resistance. Four clusters of resistance strategies are defined (avoidance, contesting, biased processing, and empowerment), and these clusters are related to different motivations for resisting persuasion (threat to freedom, reluctance to change, and concerns of deception). We propose that, while avoidance strategies may be triggered by any of these motivations, contesting strategies are linked primarily to concerns of deception, while empowerment and biased processing strategies are most common when people are reluctant to change.

Item does not contain fulltext, This article presents a typology of the different ways in which consumers resist advertising, and the tactics that can be used to counter or avoid such resistance. It brings together literatures from different fields of study, including advertising, marketing, communication science and psychology. Although researchers in these subfields have shown a substantial interest in (consumer) resistance, these streams of literature are poorly connected. This article aims to facilitate the exchange of knowledge, and serve as a starting point for future research. Our ACE typology distinguishes three types of resistance strategies: Avoiding, Contesting, and Empowering. We introduce these strategies, and present research describing advertising tactics that may be used to neutralize each of them.

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